How Not To Spend More And Still Sell The Product: Influencer Marketing

During the good ole days, newspapers, pamphlets, and television ads were the most used marketing channels. To some extent, they still are!

Mind Tricks!

Reflecting back, could you list some of the ads you remember still? And, why?

We tend to remember (ads promoting) things which,

  1. We could related to ourselves
  2. Had a brilliant concept
  3. Had a familiar face in it

 

Whether you think about your childhood or think about children now, you would notice how we are lured in to buying things, even if we don’t need it, just because it was promoted using a person or character we followed. Spiderman, Movie actors, cartoon characters (Doremon, Peppa Pig) – ring a bell?!

 

But, did you really think

  • Pierce Brosnan would eat betel nut just because he was in the ad?
  • Kareena would use lux soap?
  • Chota Bheem/Peppa Pig actually went to school with all that bag and pencil box?

 

It’s because they are known and have a following, these people or characters are used to promote products; which would make people to believe

  • The product is used by the person, perhaps
  • The product is endorsed/backed by a known person and hence safe to use
  • The product is better than other similar ones, since it is being promoted by a well-known person

The Influencing Act!

These well-known people (influencers) are there to influence your decision, make you believe which you otherwise wouldn’t, and are able to reach to mass or fans – instantly; thereby making a larger impact than those marketing agencies would make, following other practices.

In this era, people have so many social media channels on which they are active, and connect with their fans and followers.

Each of these followers further have a circle of people connected to them, so on and so forth. Virtually, you are connected to millions of people around the globe.

Theoretically, the chances of getting a response or someone buying/trying a product which you promote, are more.

Modern marketers are tapping on this trend!

The cost of engaging a creative ad agency, getting people to perform in it, getting the prime TV slots, and so many other associated costs are reduced. Not to mention the time and effort in getting the ad to market.

Now think, I’ve a million followers on three different social channels. If I say or promote anything on it, it will reach countless people within a few seconds – thanks to the internet!

Even if a percentage of those followers buy the product eventually, it’s a huge profit for the company; considering the amount they would spend on getting me to promote it online.

And this, my friends, is nothing but Influencer Marketing!

Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.” – Wiki

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” – Tapinfluence.com

 

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Knowledgeable or Experienced

Albert Camus once said, “You cannot create experience. You must undergo it.”

Our nervous system is wired to relate experience with the time spent by an individual on that topic or situation. While, it may hold true most of the time, but it does not always. We are all unique in our own ways and we undergo different situations. The way we deal with a situation varies with factors within our control and out of our control. Of course, over time, we learn the basics, we learn to deal with external forces, we may even be able to mitigate the risk (by planning well in advance); nonetheless, we become more knowledgeable about the situation. Then again, there may arise a situation which is alien to us. Or not!

I have come across people who have worked on a particular type of work for long,

  • Case 1: A person works on a type of work and continues to do so for years, without learning other aspects.
  • Case 2: A person has worked on similar projects, but still needs guidance every time he starts a new work.
  • Case 3: A person has worked on multiple projects, but lacks management skills.
  • Case 4: A person is good at management (getting things done), but doesn’t have good knowledge about the processes or the work or the people skills.

Arguably, they all have knowledge to perform their duties and have spent more time than others but are they really experienced? Rather, will they be successful in the long run? I have always related experience with skills, maturity, and understanding of the topic. Knowledge will tell me how to work, while the experience will tell me – how to complete a work efficiently, what all could go wrong, help me tailor the approaches, and how to deal with both, people and work.

Imagine a scenario where you have been following a checklist to perform a task, you are confident of performing it again. However, there are external factors (like moving to a new environment, or permissions to access the relevant information, or any such condition) which holds you up. Your experience will tell you to be patient, careful, and try a different approach (which is not mentioned in the checklist). On top of it, experience will tell you whom to contact or how to deal with the situation, in case of failure. Knowledge can make you proud or arrogant, while experience will make humble and respectful.

It is not about the time we have spent on a particular thing, it is about what we have learnt while working on it. It’s not only the piece of work we do, it’s the way we do and with whom we do it. Most of all, experience tell you what not to do!

It’s our ability to deal with the unexpected that makes us experienced. ~ PR

Author speaks: I’m not here to change the world; I intend to make an impact on one soul at a time. If you like my work, please press Like, or better yet put a Comment; perhaps a feedback. However, the best appreciation of my work will be to Share this with your friends and your social circles (FB, Twitter, LinkedIn, G+, and others).

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Having A Difficult Conversation Can Be Less Stressful

You are certain of deserving a promotion or have a critical meeting with a client who is rigid to reduce the time given for the project delivery. Your emotions run high, there is an adrenaline rush in your brain, and you roll up your sleeves to take the dragon by the collar; but just before you enter the meeting area you feel butterflies in your stomach. These situations arise almost uninvited and often lead you to improvise. Without any time given for rehearsal, you say things which only complicate the matter. When you step out of the room you realise you skipped few things which you should not have and were important during the discussion. Any such discussion or conversation which is driven by strong emotions, is subjective in nature (having conflicting opinions), and can have a huge impact on your surroundings and lives are often the crucial or difficult conversations.

Few of us, who are able to influence others and get the desired outcomes, are the most productive people climbing the corporate ladder, rather quickly. But, for the remaining, it’s like walking on the double edged sword. Either they opt to remain silent and avoid these conversation, or participate in them without proper preparation and fail miserably: often leading to guilt and depression. This is followed by protection phase where one tends to keep away: fearing a conflict or an argument, or to save himself from any embarrassment. While on the inside, the person is fuming with anger and coping up with mixed emotions.

What should you do now?

First step, in such a scenario, is to identify the various emotions (like hurt, anger, happy, confused, or others) intertwining in your brain. Then, list down the ones which really matter (affect you) or are on the top and wipe out other unnecessary feelings. Now, map the situations, events, or needs to the emotions (which caused them in the first place). Like, the client was so rigid (situation) which made me irritated and angry (emotions). By now, you would have freed your mind (which was hijacked by emotions) to be calm and think more clearly. The last step, is to de-link the emotions and deal with the situations in an informed way.

It might take some practice, but command your mind to get rid of the harmful emotions as you have lived with them for far too long; and shift your focus on the situation at hand. Moreover, always think about what you’re going to say and don’t fall in the trap of analysing what the other person will say (that’s just speculating/presuming). Doing this will adrift you from your objective.

What are you waiting for?

Once your brain is free from any clutter and your logics are back all you have to do is make that conversation or dialogue you have been waiting for. Be wary, it should not turn to a monologue or an argument.

Ever heard of a software life-cycle or a waterfall model?

It has basic stages like Planning, Designing, Implementing, and Verifying. Likewise, every conversation has these stages and are equally important. Planning or Preparing, you should be aware of the agenda/purpose, information or details required for the meeting. List down all the things (relevant to the purpose) that you want to discuss.

Then, Designing or Framing, where you logically set the context, the language you would use, and the sequence in which you would present the data points.

Following this is, Implementing or Sharing, where you have a healthy conversation with the other person. The most crucial stage, where one should remember it’s an open platform for both parties to speak; so both should be able to share their thoughts, and their feelings. While one speaks, it’s imperative for other to listen and be respectful and vice versa. A conversation can turn counterproductive when either of the participants resorts to storytelling and citing undesirable events. A short, crisp, and to the point statement will have more impact.

The last stage is, Verifying or Committing, where you ensure the original agenda has been satisfied, and there is a take away in the form of set expectations and actionable items; which can be and should be followed up by both sides.

“My father taught me that you can you read a hundred books on wisdom and write a hundred books on wisdom, but unless you apply what you learned then its only words on a page. Life is not lived with intentions, but action.” ~ Shannon L. Alder

 

Author speaks: I’m not here to change the world; I intend to make an impact on one soul at a time. If you like my work, please press Like, or better yet put a Comment; perhaps a feedback. However, the best appreciation of my work will be to Share this with your friends and your social circles (FB, Twitter, Linkedin, G+, and others).

Thanks in advance!